One campaign, six months of sales: Inside Exabytes Commerce’s award-winning work with Li-Ning Malaysia

This post is sponsored by Exabytes Commerce.

Consumers do not experience brands through separate channels. They experience one continuous journey.

A customer may discover a campaign online, engage with the brand at a physical event and purchase later through a web store, app or retail outlet. Yet for many retailers, these interactions remain disconnected, limiting the long-term value of campaign engagement.

This was the opportunity behind "Tiga Saga Cup 2025", a sports initiative by Sunlight Galaxy, the sole authorised distributor of Li-Ning in Malaysia, supported by Sportsclick.

Working with Sunlight Galaxy, Exabytes Commerce helped connect the online and offline customer touchpoints into one seamless journey. The campaign was later recognised with bronze in the 'Most Effective Use – Omnichannel' category at the MARKies Awards Malaysia 2026.

From sports engagement to customer value

Sports events naturally attract attention, but their impact often ends when the event is over. For Sunlight Galaxy, the goal was to turn "Tiga Saga Cup 2025" into more than a successful tournament by strengthening Li-Ning Malaysia’s sporting community, growing membership, and encouraging continued engagement.

Exabytes Commerce therefore designed the campaign as part of Li-Ning Malaysia’s wider customer journey. Powered by 91APP, it connected the brand’s web store, mobile app, CRM, membership programme, physical retail stores and Sportsclick – allowing customers to move more naturally between online engagement and in-store experiences.

By making these touchpoints work together, the campaign extended short-term participation into longer term customer relationships, commerce and ongoing communication.

Why first-party relationships matter

As customer acquisition becomes more competitive, direct customer relationships have become one of the most valuable assets for retailers.

For Li-Ning Malaysia, "Tiga Saga Cup 2025" became more than a sporting event. It created an opportunity to transform community participation into longer-term customer value.

Rather than letting engagement end after the tournament, the campaign encouraged ongoing interaction through membership, digital commerce and retail touchpoints.

Six months that shaped the year

During the six-month campaign period, the initiative generated more than half of Li-Ning Malaysia's annual online sales, member registrations and website traffic while delivering strong year-on-year digital growth.

The results demonstrate that the campaign delivered value across the customer journey – from attention and member acquisition to transactions and revenue. It also strengthened Li-Ning Malaysia’s first-party customer database, creating further opportunities for future CRM activity, member engagement and repeat purchases.

The future belongs to omnichannel

"Tiga Saga Cup 2025" demonstrated that successful campaigns should not end when the event ends. By connecting the online and offline customer journeys, brands can continue building relationships long after a campaign is over.

That’s the promise of omnichannel commerce – and why connected customer experiences will continue shaping the future of retail.

Learn more

Looking to build a more connected customer journey for your brand?

Learn how Exabytes Commerce helps businesses connect digital commerce, CRM, membership and retail into one integrated ecosystem.

Learn more: https://www.exabytes.my/commerce.